Growth by Combining Luxury Reach and Exclusivity with Marty Shapiro
Description
Are you looking for a Third Growth Option ℠ ?
Marty Shapiro, COO of LAFCO New York, explores how luxury fragrance brands can grow their reach while maintaining their special appeal in today's evolving retail landscape. He shares strategies for creating consistent brand experiences across multiple channels while preserving the essence of luxury.
• Consistency across all touchpoints is crucial for maintaining brand identity
• Zip code protection is becoming obsolete as consumer shopping habits evolve
• Product placement should be strategic rather than limited by traditional exclusivity rules
• Context matters when displaying luxury products across different retail environments
• A failed brand extension taught valuable lessons about customer perception
• The product must be amazing, but telling its story is equally important
Email Marty at martys@lafco.com or find him on LinkedIn to continue the conversation on luxury brand growth.
Always growing.
Benno Duenkelsbuehler
CEO & Chief Sherpa of (re)ALIGN
United States
